This provides useful insights, particularly given the plight of the
newspaper/publishing industry. Matthew says something that just
keeps cropping up when we read about deep success with social
"The thing is, social needs to be infused into everything a company
does ? from product development to content syndication to marketing."
That's why we encourage companies to step away from "marketing",
away from PR and campaigns, and to consider holistically the whole
customer engagement cycle and experience and how social media can
play the most constructive enabling role.
Well done Hearst.
Social Media Academy, Australia